Resolutions ... for 2007

I don’t usually make New Year resolutions: eat better, drink less, exercise more. They’re all easy to make but for me, at least, they’ve slipped away by around January 6 or 7. This year, however, I’m going to try to keep as close as I can to a few professional resolves. Admittedly as a consultant rather than a manufacturer, it’s more of a case of encouraging others to the straight and narrow! These are some of my favorites:
Global fashion retailers like Zara criticize themselves for taking 8 weeks to get from catwalk to multi-national distribution, so there is no real excuse for many of the projects in our industry dragging on for years!
My resolutions here are:
● Do fewer things but do them faster. Two projects at 50mph are much better than 100 projects at 1 mph each!
● Make decisions. Making better decisions is good, making quicker decisions is great but just making a decision is real progress in some projects.
● When you get to “design fix”, keep it fixed. Fiddling with the specification and delaying launch rarely works. It’s usually better to be nearly right but in the game rather than perfect but 5th entrant!
It’s really easy to fall in love with the latest idea. After all it’s not called NEW Product Development for nothing. But don’t let that put you off ideas that have been around the business before.
I’m going to:
● Encourage my clients to set up a proper “Treasure Chest” of all the old ideas, written up in the same format and made available throughout the business.
● Even better, they should ensure that the Chest is kept topped up with new ideas.The consumer pull mantra and the need to find real insights are of course correct but it’s sometimes all too easy to miss technology push.If you have a powerful consumer insight team, check to see that you have just as much awareness of technology push:
● Do the marketers know their industry’s next technical step change and the unique product benefits it may bring?
● Do they know how to express them best for consumers?
● Do they know what the change could do for their competitors?

So to everyone in [new product development], good luck in 2007. Let’s do it quicker, let’s do it better, let’s do it! (Unless of course you’re competing with a client of mine!)

A Time for Predictions

The New Year is often a time for predictions and I’ve been peering into my crystal ball. If Bob Messenger will allow me, I will happily re-print these thoughts in a further 12 months and we can all laugh at my foolishness!

Food Scares
A confident prediction this one – there will be lots, but each new finding will have a lower impact on consumers as we all face what I call SAS or scare avoidance syndrome. The net effect of this will be that most of us will miss at least one valid and important message about our food.

Retailers
British retailers don’t have much of a track record when it comes to entering the US: Sainsbury with Shaws, Marks & Spencer with Brooks Brothers but Tesco in California will be different and I predict they will succeed.

Food Types
Short shelf life, chill fresh meals or meal components will be tried again – this time the mix of distribution logistics and consumer demand will work. Watch out frozen food you have a new competitor.

Green Issues
Whilst 20% of the greenhouse gas methane, is from the “emissions” of cattle I don’t expect the nation to go vegetarian, but I do predict that the carbon footprint of many food production processes will come under increasing scrutiny. It’s not just a threat, there are opportunities here too!

At home
I think that we will continue to see a return to families eating together, not every day, not every meal but certainly more often. Emotionally allied to this will be the desire to return to real food, at least partly prepared by Mom. Meal kits, component foods and perhaps especially preparation centers like Super Suppers will make further gains.

Health Claims
2006 has been the year of dark chocolate and still wider acceptance of red wine. Next year will see much greater emphasis on superfoods like cranberries, blueberries, almonds and of course pomegranate. Breakfast cereals and bars seem the most likely carriers but they may spread as wide as ice cream and salads.

Right or wrong? Glaring omissions? Do let me know!

A Christmas Quiz

In the spirit of the season I thought it might be appropriate to offer a short quiz with your Morning Cup today. As an added incentive I will send, one of Harry and David’s finest Traditional Fruitcakes to the first 3 correct entries sent to nick@rapidice.com – it might even arrive before the New Year!
Good luck and thanks for reading.

What is Bob Messenger’s favorite drink when he’s thinking about stuff?
a) Coke b) Pepsi c) Jack Daniels

What proportion of brand stretch launches fail?
a) 9 out of 10
b) 7 out of 10
c) 1 out of 2

On average, how many first stage ideas does it take for each really significant launch?
a) Lots
b) Less than a hundred
c) 3000

It’s said that reducing the time it takes to develop a new product by 6 months increases life time profitability by?
a) Not much
b) Quite a lot
c) 30%
Which of the following is NOT a wine brand?
a) Fat Bastard b) 3 Blind Moose c) Dipsomaniacs Delight

Which global brand designed Father Christmas in 1931?
a) Coca-Cola
b) Harley Davison
c) Marlboro

Which of the following helped pull Santa’s sleigh?
a) Red Bull b) Red Sox c) Red nosed Rudolph

Which state was the first to make Christmas Day a legal holiday? (Hint: think alphabetical!)
a) Alabama b) Delaware c) Wyoming

What is the main ingredient in the traditional English Christmas Mince Pie?
a) Meat b) Mice c) Dried fruit

If your true love gave you all the promised gifts, after 12 days would you have?
a) 78 presents b) 363 gifts c) Too much wrapping paper

Under a branch of what is it customary to kiss at Christmas?
a) Blueberry b) Yucca c) Mistletoe

Seasons Greetings, Happy Holidays and Merry Christmas to one and all!